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This thesis was commissioned by Company X which is a company selling lighting products online. This thesis studied the theories and current trends of Search Engine Optimization (SEO) and content marketing and combined the theories with observation. The researcher’s experiences at Company X and interview with the content manager formed the base for the empirical part of this research.

The aim of this study was to find out ways for more effective and informative orientation of the new employees and interns at Company X. In order to determine the best practices, terms related to SEO and search engine visibility needed to be studied and explained. Also the significance and impact of SEO and content marketing had to be clarified.

This thesis was an action research which consisted of empirical part and theories of SEO and content marketing. Also continuous observation and an interview was utilized. In the field of online marketing literature and information becomes quickly outdated and thus, the empirical part and recent literature was in a central role.

The suggestions based on this research are in the last part of this study. The recommendations provide tips for better orientation, motivating employees and developing both SEO and content marketing. The findings and information presented in this thesis can be utilized for future orientation, training and improved online marketing actions at Company X